In retail marketing, digital channels often steal the spotlight. Social media. Email. Paid search. Programmatic ads. Billions are poured into grabbing attention on screens big and small.
It might seem as if print had gone extinct. But here’s the truth: when done well, print materials are as powerful as they have ever been – if not more so.
At a time when consumers are bombarded by fleeting digital impressions, a well‑crafted printed asset such as a catalogue, flyer, or poster can stop them in their tracks. It’s tangible, memorable and trusted – and when combined with digital touchpoints it can deliver stronger engagement and conversion than either digital or print alone.
Let’s explore why print in retail still matters – and how you can use it to elevate your marketing strategy.
Print brings lasting impact in a fast‑moving world
A scroll, a swipe, a click – digital content is often here one moment, gone the next. Print lingers. Catalogues stay on coffee tables. Direct mail sits on desks. Posters remain in sight until they’re replaced. That visibility makes a difference for brand awareness and recall.
But it doesn’t mean print is stuck in the past. Smart integrations – QR codes, personalized URLs, promo codes – allow you to bridge the physical and digital worlds seamlessly, driving audiences from paper to pixel in seconds while achieving brand consistency.
The most effective formats for print in retail today
Print adverts
Still a proven way to spark emotional responses. In fact, printed ads can generate stronger emotional response than digital, especially when there is genuine creativity in the content creation process.
Using QR codes and social media integrations can help you blend print ads seamlessly into the digital landscape. Take this example from Ford. Their print ad incorporates a phone-shaped outline with a QR code that directs readers to a series of short films.
Direct mail
Some still see direct mail as outdated. Why send something to someone’s door when you can reach them instantly via email or social media? But the numbers tell a different story – direct mail continues to outperform, with response rates up to 10 times higher than email and open rates exceeding 90%.
Take Darwill’s recent campaign for a U.S. nonprofit. They mailed personalized donation letters twice a year, aligning each with key fundraising periods. By tailoring the message based on past donor behaviour and coordinating follow-up through digital channels, they achieved a 10% year-on-year increase in donations.
In today’s digital-heavy landscape, the physicality of direct mail feels different – more deliberate, more thoughtful. And when paired with digital touchpoints, its effectiveness increases even further. Direct mail hasn’t disappeared. It’s evolved into a strategic, data-driven part of the modern marketing mix.
Catalogues
Contemporary brands and retailers such as Nordstrom, Patagonia and Restoration Hardware still invest heavily in printed catalogues. Why? Because physical products stay with consumers long after any emails or social media posts are deleted.
Catalogues also create an immersive and curated brand experience that is not always easy to replicate digitally. They invite deeper browsing, which can drive sales in store as well and online.
Point of Sale (POS)
In-store POS materials remain essential for influencing last-minute decisions. Simple, static displays – especially in high-traffic or checkout zones – can outperform more extravagant digital signage when designed well and kept on-brand.
Nike continues to give us some great examples of how to grab attention by keeping it simple.
Why print in retail remains a highly effective marketing tool
Studies continue to back what seasoned marketers know:
- Print gets more attention – readers of printed materials are more likely to notice product details, prices, offers, and CTAs.
- Print is easier to process – it takes less cognitive effort to understand a simple print ad, making it ideal for more detailed messaging.
- Print elicits more emotional responses – it cuts through digital fatigue and feels more personal.
- Print is trusted – zero risk of pop-ups or data breaches means consumers can interact with printed materials without anxiety or skepticism.
- Print builds brand awareness – print executions are often more memorable, increasing the likelihood customers will recall your brand later.
Why it pays to combine print and digital channels
This isn’t about choosing between binary options – it’s about achieving the right balance between the two. A physical first touchpoint can prime audiences to engage more positively with your online campaigns. Likewise, insights from digital behaviour can fuel hyper-personalized printed materials.
The brands that win aren’t digital-only or print-only. They’re the ones who combine channels strategically, delivering a consistent, standout experience wherever their audience meets them.
Power up print in retail with Papirfly
Print isn’t dead. It’s evolving – and in a market saturated with digital noise, it’s a competitive advantage waiting to be used.
With Papirfly’s Templated Content Creation tools, you can:
- Produce professional, on-brand print and digital assets in minutes
- Keep every campaign consistent across markets and channels
- Leverage accurate, real-time product data in your printed materials
- Scale creative output without scaling costs
Ready to make print work harder for your retail brand? Let’s talk.
FAQs
Yes — more than ever. In a world saturated with fleeting digital impressions, print in retail delivers a tangible, trusted, and lasting brand presence. Formats like catalogues, direct mail, and in-store POS materials can capture attention and build brand recall in ways digital alone often can’t.
Some of the strongest-performering formats for print in retail include:
– Print adverts that spark emotional responses and integrate with digital via QR codes
– Direct mail with response rates up to 10x higher than email
– Catalogues that offer immersive, lasting brand experiences
– POS displays that influence last-minute purchase decisions in-store
Printed marketing materials can help you achieve:
– Better engagement between customers and your brand
– More trust from customers towards your brand
– Deeper, more positive emotional connections with customers
– Content that is read more intently and actively
– Lasting impressions on customers compared to fleeting digital adverts
The best strategies balance both. For example, a printed first touchpoint can prime customers to engage more positively with digital campaigns. Similarly, online behavioural insights can fuel highly personalized printed materials that feel more relevant and compelling.
Papirfly’s Templated Content Creation tools let teams produce professional, on-brand print and digital assets in minutes. Brands can keep campaigns consistent across markets, integrate real-time product data into print, and scale creative output without scaling costs.
